Before jumping into any strategy or system, let’s get our foundation right. I will cover the basic practices that you should be implementing in your emails, don’t neglect this because if you do, everything else that follows will be of no use or heavily inefficient.
These are not complex tips, but mastering the basics will take you further than any complex tip can ever do.
Let’s dive into the golden rules.
Writing & formatting
This is probably the most important component of a good email.
You don’t want to write like you’re writing a business proposal or a school essay. It couldn’t be further from that.
We want to keep our paragraphs short and sweet and write like we were talking to a close friend.
Aim to only make a maximum of two to three lines per paragraph unless you’re writing a long-format story that needs to be written in the same paragraph to not break the flow.
As far as style goes I like to use standard fonts like Georgia or Arial and always keep it above 16px since most readers use their smartphone to check email, and fewer px’s than that might be hard to read.
Make sure you’ve decent line-height so the text isn’t all cluttered.
Your writing should be easy-going, fun to read, and make your readers glued to the words you’ve typed.
If you want to sound like a real-person, don’t hide your personality behind cheap words or platitudes.
Seriously, the best long term strategy is to be yourself, I know it sounds cliché, but it’s true.
No one can compete with you at being you, and your uniqueness and experiences are what make you interesting and will keep your readers coming for more.
Being yourself is the only long-term sustainable strategy as you can’t fake being someone you’re not for that long.
You can always improve and strive to be better, but don’t fake your own personality.
Don’t be afraid to “show some skin”.
You’ll attract high-quality readers that resonate with you and your message, and that’s the most important thing you should strive to achieve.
Images & Gifs
A lot of people debate whether images are or aren’t a good thing to include in your emails.
Some people think it will affect the delivery rate - it won't if you don't use high-resolution pictures.
Our goal is not to make a visual email since we’re not a fashion brand, and plain text converts better, but adding a meme or an image here and there creates proximity and adds personality and uniqueness to your emails.
So yes, you should include them if they have a place in the context, but if you choose to do so, don’t go overboard with them, one or two per email is fine, more than that and it can make your email lazy to load and look spammy.
How to address your reader
First of all, never write an email like you were talking to a group of people.
Your reader should feel like you are talking directly to him, he wants that tailored experience and feel that you care about him.
So always write as you were writing to ONE person only.
Using words like “I” and “you” can really make your email more personal and engaging for the reader.
✖️ “Here’s something cool I found for you guys” ✔️ “Here’s something cool I found and I thought you’d like”
Keep your emails read
If you want people to be glued to your emails, there’s a set of variables that come into play.
The first one would be the format of your email, it shouldn’t contain too long paragraphs (one-liners are king).
The second is the skill to build up curiosity as you go.
This is something that takes time to develop, but you should always carry this around in the back of your head.
The third variable is to keep your transactions smooth between paragraphs or ideas.
Example: 1. With that being said… 2. This leads me to talk about... 3. That’s why you should…
The fourth is to NOT BE BORING. People are sick of boring emails and most are looking for a good time when opening the inbox.
Making good use of the P.S.
The P.S. or Postscript is widely used amongst email marketers, and for a good reason.
People tend to be lazy and skim through the whole email, most of them will not read the “meat” of the email, and that’s where the postscript can really help us restating the point and purpose of our email, inspiring further curiosity or letting our readers know something off-topic.
You should place it after your sign-off (always use your personal name and not your brand name) so people see it as the last part of your email and don’t miss it.
If you’re doing a sales email here are a few ways you can benefit from it:
- Restate the benefit of your product
- Show testimonials
- State guarantees.
And always make sure to include another link to the product sales page.
If even after the p.s you want to add something else - you can use the p.p.s nomenclature.
Have a purpose for each email
You shouldn’t be sending emails without a purpose
Your emails should have a clear purpose and the goal of your email should be to fulfill that purpose, whether it be:
● Nurture the relationship ● Getting them to reply back ● Sending people to a blog post ● Sending people to a sales page
Your end goal is always to score, and even if some of your emails don’t directly lead to a sale, they are building it up and creating the necessary rapport between you and your reader.
Don’t forget that this is a long-term game.
One thing that we can take as absolutely true is that we should never let our email list grow cold (not send emails for a long period of time).
If you don’t care about your readers, they will not care about you either.
If you want to follow this playbook to a T, the daily email is a crucial part, although not strictly mandatory, don’t expect great results if you keep your frequency low. (aim at the bare minimum for 3-4 a week).
More emails, more promotions, more money.
Don’t be afraid to hit that send button, if people like what you write, they will want to hear from you (that's why story-based interesting emails are a MUST.)
No email should take you more than 30 minutes to write, so there’s no excuse to not write a daily email.
Your emails are not a facebook post, but they’re not a blog post as well.
They should fit in between.
Context matters a lot as you’ll naturally need more words if you’re writing a story than if you’re inviting people to a webinar or to simply check a blog post or a tweet.
As a rule of thumb, keeping them between 100-600 words seems like a sweet spot, but you shouldn’t worry if you have to go below or above that if needed.
One of the most UNDERRATED things you can do.
Don’t edit as you go. Write your emails in a go, and edit them afterward only.
You must understand that editing an email is just as important, if not more important than writing it.
Most first drafts are a complete disaster, and you can only pick the cues when you’re reading it afterward.
Before hitting that ‘send’ button, make sure you read your email out loud (or in your head), and make sure your writing sounds like how you would talk.
Key takeaways for editing:
● Fix typos ● Remove excessive & unnecessary words ● Add some emotion, bold important words ● Make sure your writing sounds conversational ● Make sure your writing flows well and sounds good ● Make sure you’re making smooth transitions between paragraphs and ideas
When you're done ask yourself...
→ Is this persuasive?
→ Is this impactful?
→ Is this NOT boring?
→ Am I using power words?
If the answer is NO at one of these, go back and re-edit.
Here's a video of me editing one email so you can see the before/after.
Sell the open & the click
You want people to open your emails, and you also want them to click on your blog posts/youtube videos/product landing pages, etc…
The best way to do that is to use the subject line to get people to open your emails and to use your body copy to get people to click on our links.
The subject line must draw a high level of curiosity or be benefit-driven for the reader, and the body has to be persuasive enough to get people to click in your link.
Remember that you’re not selling your product in your email, you’re only selling the click that will lead readers to your product’s landing page, in other words, you’re selling the what on the email and the how on the product.
Further in this guide you’ll see that using a daily-email is the perfect strategy to sell more, but that comes with a slight problem that we need to take care of.
We don’t want to be sending broadcast emails to people that are still on the welcome sequence, so make sure that you exclude that set of people when you’re choosing the list you’ll be sending the broadcast to.
The way to do this will differ from software to software and if you find yourself stuck and unable to solve this problem make sure to send me an email to [email protected] and I’ll help you fix that at no cost.